Home loan specialists RAMS have developed another phase for its ‘Greater Together’ brand strategy and platform via indie agency Richards Rose.
The brief from RAMS was to build on the strong performance of the past work, but elevate the emotional intensity of the brand amongst first home buyers and self-employed, and really drive home a compelling customer proposition.
The campaign sees different people from all over Australia walking to the same upbeat step as Raymond A Ram moving to the old-made-new track ‘Walk like a RAM’.
The overall campaign features about 12 of these customer walks, which will be distributed across all paid, owned and earned media in different contextual forms.
The idea will also come to life for franchisees with local area marketing and connection. The campaign will run across all key mass and personal media.
Richards Rose CEO Digby Richards said: “This latest phase of the ‘Greater Together’ platform is a great example of strategic entertainment.
“People, like never before, need empathy and help when it comes to buying a house for the first time, but they also need to feel great about what should be one of the most amazing experiences in their life. This campaign tries to do both.”
Simon Edwards, creative director at Richards Rose, added: “This is a really simple, joyful idea that perfectly reflects the RAMS brand difference.
“The combination of the characters, animation and music delivered by Perry Westwood, Heckler and Nylon has resulted in a campaign that we’re really proud of.
“Everyone, particularly the RAMS team, was fully on board from the first meeting, so it was a fun, collaborative process that we really enjoyed.”
Head of marketing: Christian Johansson
Senior manager of brand and content: Danielle Kean
Marketing manager of brand and content: Annie Uliana
Hero talent: Raymond A Ram
Creative agency: Richards Rose
CEO: Digby Richards
Executive creative director: Adam Rose
Creative director: Simon Edwards
Senior art director: Sean Cleary
Senior integrated designer: Mac Archibald
Head of planning: Jody Elston
Head of TV and content: Tanya Hairman
Account director: KaLing Ng
Production company: Heckler
Director: Perry Westwood
Director of production: Matt Stewart
Animation director: Alex Weight
Executive producer: Will Alexander
Senior producer: Charu Menon
Head of visual effects: Jamie Watson
Head of 3D: Tom Corbett
Editor: Andrew Homes
Colourist: Greg Constantaras
Live action producer: Johnny Greally
Music licensing company: Music Mill
Music and audio production company: Nylon Studios